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Silverbright private Ltd. company manufactures bright steel bars from carbon steel and ERW/CEW Precision Steel tubes. The company has grown to become a leading supplier of bright bars to over 300 customers and OEM manufacturers Company employ nearly 100 associates.
With company core values like business integrity and high ethical standards, quality manufacturing, and exceptional customer service company have successfully penetrated the market and established a benchmark that others.
In this study I tried to learn all factors which contribute for Industrial marketing, with the help of Silverbright. The title is my project is “A STUDY TO ANALYZE THE POTENTIAL OF PRODUCT OF SILVERBRIGHT”.
The ultimate goal behind undertaking this project work is know about the current situation of ERW, CRW steel Tube & Bright bar in the market and various others aspects to increase sell of the product. This Project will help Silverbright to know potential of Silverbright product how to overcome the bottleneck.
In my project Data were collected by visiting more than 100 customers in Pune (Chinchwad, Chakan & Mahalunge). The study was undertaken during the period of from 1st June to 31th July 2010
This report comprise of the following sections:
Induction about Topic. Research Methodology. Details of products. Data Analysis & Interpretation. Findings & Suggestion. Conclusion of this project.
The project is conducted to identify the scope of market and the sale of the company‟s products (ERW, CRW, and Bright bar) and customer‟s satisfaction survey.
In that I took interview through structure questions and some time telephonic interview also. I took 100 sample sizes. This research done in the pune city (Chinchwad,Chakan & Mahalunge).
The research and survey is completed and is being submitted in the company to review the details submitted by me in my report to further steps in this regard.
My Study will definitely enhance the sale. The company will withstand in the market firm.
Name of organization
# Address: #
plot no.67- A, Block D2, M.I.D.C., Chinchwad Pune -411019
Vision and Mission of the organization
1) Vision: “To be a world-class manufacturer of Precision ERW Steel Tube and Bright Steel Bars.” 2) Mission: “To achieve this vision, we dedicated ourselves in strategic implementation, excellent quality and customer service.”
Our people are our culture. Subhash P Shah is currently Chief Executive Officer of Silver Bright.Silver Bright is a SME engaged in the manufacture of Precision Drawn Bright Steel Bars and ERW/CEW Tubes. With our core values like business integrity and high ethical standards. Management Team: Mr. The company has seen 35 summers and has painstakingly built a reputation that is the envy of every competitor It is located in Chinchwad. and exceptional customer service we have successfully penetrated the market and established a benchmark that others vie for. In fact. We employ nearly 100 associates. Subhash P Shah Mr. way back in 1974. We support and encourage. One of our greatest strength is the quality of our people. The ERW/CEW Precision Steel tube plant opened in 2006 and is again the first and only facility of its kind in the Pimpri-Chinchwad industrial belt. 6 . The company has grown to become a leading supplier of bright bars to over 300 customers and OEM manufacturers. that is often quoted to be the "Detroit of the East" Historical Background of the organization Silverbright was established in 1974 and manufactures bright steel bars from carbon steel and ERW/CEW Precision Steel tubes. we setup the first facility to manufacture precision drawn bright steel bars in Pune. he is responsible for developing the long term strategy of the group and mentoring key managers. Currently. quality manufacturing. stimulate and challenge. Pune. He is the cofounder of Silver Bright and started the firm in 1974. The last 30 years has seen us growing from strength to strength.
Mrs.. Neeraj S Shah Director. Mr. manufacturing and general management. Nihar S Shah Mr. Manager at Microsoft Corporation. Production and Process Improvement have extensive experience in engineering. He has also served as Managing Director of a US based technology firm 7 . Reshma S Shah Mrs. He was previously the Sr. Nihar S Shah is the Director. She was previously involved with production and maintenance. Neeraj S Shah Mr. Reshma S Shah is currently Chief Operating Officer of Silver Bright. Business Development and Finance of Silver Bright and has global experience in steel and high tech industries. Mr.
Different department of the organization: Bright Steel Bars Department 8 .
EN8D. Straightness. 9 .SAE1008) Hexagon 13mm to 27mm Round 5 mm to 12 mm Quality control Department for Bright Steel Bars: Raw Material Inspection: Chemical and Mechanical Properties Surface Quality In Process Inspection: Dimensional properties such as tolerance. Surface finish.C40. reduction of area and hardness at core.C45) Special Steel Quality (SAE1010. elongation. yield.Grade Section Size Mild Steel Round 5 mm TO 52 mm Carbon Steel (EN8. length. In process mechanical properties such as tensile.
50 mm Square 0.03 mm 20 X 30 to 40 X 60 mm Elliptical 0.00 mm 15.03 mm 33 X 24 mm 10 .Finished Good Inspection: Surface finish Final mechanical properties.7 to 50 mm Rectangular 0.60 to 2.88 to 63.50 mm 12.60 to 2.60 to 2. inter granular and corrosion properties Packing color coding and marking Precision ERW Steel Tubes Department Shape Thickness Size Round 0. Mercury contamination micro and macro properties.60 to 3.
The tubes are then end debarred. slit from Cold Rolled Low Carbon Steel coils. beveled.e. End Shearing And Welding: Slitted coil is uncoiled at the entry of ERW mill and the ends are sheared and welded one after another to make it a single endless strip. threaded ends or with flanges. Uncoiling. The strip passes through a series of drive forming and fin rolls and takes the required circular shape and is welded continuously by passage of an electric current of high frequency i. Forming: Slitted coils are initially formed into U shape and then into a cylindrical shape with open edges using a series of forming rolls. 50. 4. The tubes are offered as plain. Thereafter protective surface finishing operations such as varnishing is done as per specific requirement. 000 cycles/second across the abutting edges.Manufacturing Department for process of ERW Steel Tubes: Tubes are manufactured from steel strips. 11 . The tubes thus formed and welded pass through the sizing sections where dimensional deviations if any are corrected before the tubes are cut into required length by automatic cutting machines. Sequence details as follows: Slitting: HR Coils are slitted to predetermined widths for each size of tube.
threading. Cutting: Precision tubes are cut to required lengths by flying cut off disc/saw cutter. These plain ended tubes go for further processing as per the customer need like galvanizing. 12 . End Facing And Beveling: The precision tubes ends are faced and beveled by the end facer. welding portion and heat affected zone is put to normalizing and then cooled down in air cooling bed. Welding: The open edges are heated to the forging temperature through high frequency low voltage high current and press welded by forge rolls making perfect and strong but weld without filler materials Debeading: Debeading weld flash on top and inside (if needed) through carbide tools. Seam Annealing: Whenever required. Sizing: After water quenching. black varnishing etc. slight reduction is applied to tubes with sizing rolls to give them desired accurate outside diameter. All the processes are continuous with auto arrangements.
Batches are formed.Quality Control for Precision ERW Steel Tubes: Raw material of the right grade is ordered directly from Ispat or Essar Steel. flattening. ASTM. feature branding and packing. This is carried out in real time and necessary corrective action (if any) is taken Every tube is individually inspected and dipped in high grade oil to prevent rusting. yield. 13 . Each batch has a stacking report. BS. The slit coils are inspected and inward report generated Online non-destructive testing will be setup soon Our QA team tests for tensile. consisting of mechanical. hardness and elongation in our inhouse laboratory. JIS. & DIN Different product profile of the organization: Product list: The most basic tool is product which includes product design. In marketing a product is anything that can be offered to a market that might satisfy a want or need. physical and chemical properties Pre-dispatch inspection completes the quality loop Company manufacture to various IS. quality.
50 Max SAE 1018 0.70 Max SAE 1010 0.00 EN 8 D 0.13 0.23 Max 1.10-0.60 Machining Carbon % Manganese % IS 2062 0.Segmentation of Product of Silverbright: For Bright Steel Bars.10 Max 0.90 EN 32B 0.18 0.60-1. 15.39 Max 0.60 -0.84Max 14 .30 -0.0. Bending Purpose Carbon % Manganese % IS 7887 0.0.20 0. 080.
93 38.88 Diameter 19.00 3.10 44.03 2.75 34.45 50.25 3.80 0.50 Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y 15 .58 31.For Precision ERW steel Tubes: Dimensions Outer Thk -> 0.63 2.22 1.80 63.40 28.90 1.02 1.50 15.23 25.05 22.60 0.50 3.
25 3.60 0.00 3.03 2.50 Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Square 30 X 30 40 X 40 50 X 50 20 X 30 20 X 40 Rectangular 25 X 50 30 X60 40X 60 Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Elliptical Y Y Y Y Y Y Y Y Y Y Y 16 .80 0.7 15 X 15 20 X 20 25 X 25 0.7 X 12.50 3.22 1.90 1.63 2.Dimensions Thk -> 12.02 1.
We currently sell to over 300+ industries around the world. Tata Motors Bajaj Auto Thermax Force Motors Kinetic Kirloskar Group Godrej Piaggio 17 .
office chairs. building balconies. seat frames. Household and office furniture Dining tables. guide rails. etc.Automotive applications Chassis handle bars. These applications also require our products in a large way. 18 . etc. stands. garden furniture and kitchen trolleys require our precision tubes. cupboards. gear shaft. swing arm. scaffolding. Infrastructure and construction industries Railings. steering columns. computer tables. front and rear guards.
CHAPTER-3 OBJECTIVES OF THE STUDY 19 .
planning and long. 20 . The industrial marketing involves creating and management of mutually beneficial relationship between organization suppliers and organizational customers. public agency. is the key to making for industrial and business-to-business companies. The customer is an organization rather than an individual consumer. Marketing of goods and services that business and organizations buy for purposes other than personal consumption. The technical characteristics of the product are important. Taking a more deliberate. Customer can be private firm.OBECTIVE OF THE STUDY Introduction Industrial Marketing : Industrial Marketing is also known as Business-to-Business (B2B) and Organization Marketing. or family. Various industrial involved in the industrial marketing. or nonprofit organization.term approach to build product awareness and company reputation.
Manufacture Wholesaler Retailer Government agencies Hospitals universities 21 .
g. Bolts E. Automobile Component E. Shock Absorber 22 .Various classes of Industrial Goods and Services: Industrial Goods and Services: Industrial Goods Industrial Services Production Goods Support Service Component parts Production Goods Materials. Body Chassis Handle. Nut. Shafts.g.
Firm in Production Chain: Row Material Extraction Material Processing Manufacturing parts /sub assembling Assembling Facilitators Distribution Wholesaler/Retailer Trade Final consumer 23 .
quantity etc… The main objective of the study is analyzing the potential of product of company. 24 . to expand the business. 1) To determine the market potential of ERW. The study includes the information about products of company. 5) To do research for Silverbright. there requirement in the market. Some of the objectives can be pointed out as. quality. CRW steel tube & Bright bar 2) To find the competitors & their current position in market 3) To find out the customers quarries 4) To find out which Steps should be and what changes are required for company‟s progress.Objectives The objective of the research study is to know about the maximum information about the organization.
CHAPTER-4 RESEARCH METHODOLOGY 25 .
Thus when we talk of research methodology. It takes many dimensions and research methods to constitute a part of the research methodology. 26 .RESEARCH METHODOLOGY: Research methodology is a way to systematically solve the research problem. we not only talk of the research methods but also consider the logic behind the methods used in context of the research study in such a way that results are capable of being evaluated either by the researcher himself or by others. It can be understood as a science of studying how research is done scientifically. the methods and techniques used in preparing this report are discussed. Under this head.
Research Process Formulating the Research Objectives Research Plan Design Determining the sources of Data Designing research instrument Determining Sampling plan Data Collection Processing and analyzing the data Preparation of Research Report and presentation 27 .
A compilation of the relevant data for preparing a database and an analysis of the data in order to shortlist an appropriate sample for the purpose of research. Design Research Methodology: The research design. when. It is helpful for to find answer of questions relating to „who.reason behind descriptive research is it useful to find the perception of consumer. Define Research Objective: The research objective was to analyze the potential of the product in market of SILVERBRIGHT in Pune region for expanding the business. is the descriptive one . which I used for my project. what. 28 .Research Design & Methodology Information Need Felt: Company has good position in market but there is irregular demand from market for some products therefore to overcome this problem & for the improvement in demand & also to stand in market and by analyzing the potential of the product in market. where how‟ etc. Prepare Research Design: A preliminary study was first carried out in order to create a database of Companies involved in automobile spare parts supplier in Pune region. It involved collection of database from web and Industrial Directories.
Sampling Universe: Sampling universe was approximately 100 Companies. Mahalung & Chinchwad Sampling Size: Sampling size is around 100 companies those are using product of ERW. It was based on the objective of the company. CRW & Bright bar. 29 . In probability sampling method I have chosen randomly sampling. Sampling Unit: Sampling unit for my study was Chakan.Questionnaire Design: The questionnaire was designed in order to meet all the primary and secondary objectives of the study Sampling Design Sample Technique: I have chosen probability sampling method.
1. Meeting with clients. 3. Telephonic interviews Secondary Data: Secondary data is that type of data. These types of data were a) Company website b) Product profile (Research done by firm) 30 . analyzed or assembled by someone else. Collect data from various areas. Collected data on the basic of structure questions.Data Details: Primary Data: Primary data has collected with the help of structured question (Instrument of data collection) it was designed with the help of manager. available. which is already collected. And I went through the following way to get this information. 2..
Report Writing and Presentation: After analysis. 31 . The collected data was interpreted and presented with the help of tabulation and graphical presentation. The inferences drawn from the analysis have been incorporated in the report along with the recommendations & limitations of the study. the next step was the preparation of report. Analytical method of analysis was used for the study. Analysis scheme for research: The OEM‟s & mechanical equipment manufacturers and suppliers were contacted and interacted through questionnaire and primary data was collected. The report was prepared according to the report writing principles. The interpreted information was analysed for the valuation of particular entity for whole information.
CHAPTER-5 DATA ANALYSIS 32 .
1) Requirement of the product by the customers: Materials CRW ERW Bright bar Percentage % 63 % 13 % 24 % Chart No 1) Requirement of the product by the customers: Requirement 13% 24% Bright bar CRW 63% ERW Interpretation: As from the customers point of view the major utilization of CRW i.e. 63% than of ERW & Bright bar.DATA ANALYSIS 1) Requirement of the product by the customers: Table No. Customer‟s requirement towards the ERW product is 13% and bright bar is 24%. 33 .
2) Customer requirement about the product shapes (Tube) Requirement % 9% 23% 20% Square Round Rectangal Elliptical 48% Interpretation: The requirement of round shape by customer is 48 %.2) Customer requirement about the product shapes (Tube) Table No.e.2) Customer requirement about the product shapes (Tube) Shape of tube Square Round Rectangle Elliptical Requirement % 23 % 48 % 20% 9% Chart No. 9 % only. But some companies required the Rectangular (20 %) & Squire shape (23 %). The requirement of elliptical shape is very less i. 34 .
35 .3) Monthly Requirement Table No.more tons Not Predicted ERW CRW Brightbar Interpretation: Monthly requirement (0-5 and 5-10) tons of ERW and bright bar is 10-16 and CRW requirement is more than 15 to (0-10) but monthly requirement is ERW & Bright bar is not predictable.More Not predictable ERW 11 15 17 22 CRW 22 15 10 10 Bright bar 15 26 10 14 Chart No.3) Monthly requirement Monthly Requirements 0 to 5 5 to 10 10.3) Monthly Requirement 20 18 16 14 12 10 8 6 4 2 0 0 to 5 tons 5 to 10 tons 10.
Jindal steel. Laxmi steel.4) Major competitors in the market Table No.4) Major competitors in the market Companies Bhushan steel Surya steel Jindal steel Laxmi steel Awareness 72 45 69 37 Percentage 72% 45% 69% 37% Chart No 4) Major competitors in the market Competitors 80 70 60 50 40 30 20 10 0 Bhushan steel Surya steel Jindal steel Laxmi steel Awareness Interpretation: Bhushan steel is the major competitor of the company. Which with Silverbright covers the major share in the market? 36 . And other major competitors are Surya steel. Customer awareness of Bhushan Steel is 72%.
5) Why do prefer Silverbright product? No of customer 60 50 40 30 20 10 0 Quality Price Product features Service Quality Price Product features Service Interpretation: There are 50 % of the customers are satisfied with quality of the product while 22 % of the price of the product. 37 .5) Why do prefer Silverbright product? Quality Price Product features Services 50 22 17 11 Chart No.
38 .6) Customer feedback about Product quality: Table No.6) Customer feedback about Product quality Quality Poor Average Good Excellent No. of Customer 13 25 48 14 Chat No.6) Customer feedback about Product quality Customer perception 14% 13% 25% Poor Average 48% Good Excellent Interpretation: There is 62 % of the customer satisfied with the quality of the product but still 13 % of customer is not satisfied with company‟s product quality.
7) Satisfaction of customer towards existing products Response Yes No No.7) Satisfaction of customer towards existing products Table No. of Customer 72 28 Chart No. of customer 28% Yes 72% No Interpretation: There are 72% customers satisfied with existing of product but there is still 28 % are not satisfied 39 .7) Satisfaction of customer towards existing products No.
40 . And remaining are i. of Customer 60 25 15 Percentage 60% 25% 15% Customer No.e. 25 % are not satisfied.e.8) Price Satisfaction by customers towards Products No. of customer 15% 25% 60% Yes No Satisfactory Interpretation: Majority of customers i. 8) Price Satisfaction by customers towards Products Response Yes No Satisfactory No.60 % are totally satisfied with price and 15 % are partially satisfied.8) Price Satisfaction by customers towards Products: Table No.
59% and 41 % of customers are satisfied.9) Satisfaction with the service given by companies No. of Customer 41 59 Percentage 41% 59% Chart No.e. 41 .9) Satisfaction with the service given by companies Table No 9) Satisfaction with the service given by companies Response Yes No No. of customer Yes 41% No 59% Interpretation: More than average of customers is not satisfied with services given by the company i.
10) Customer perception towards to company Changes Quality Price Service Sales after service Other need Response 10 34 12 28 16 Chart No.10) Customer perception towards to company Table no. 42 .10) Customer perception towards to company Responces 16% 10% Quality 28% 34% price Service Sales after Service 12% Other need Interpretation: As per Customers suggestions there are 34 % of people want changes in price and 28 % want changes in Sales after services.
CHAPTER-6 CONCLUSION 43 .
Company has to adopt the modern technologies for better development internal and external environment like (online treading. But Due to in sufficient staff and sales executives there is no smooth supply and advertising Therefore company has to follow the JIT (Just in time technique) and appoint sales executives for advertising. Company has to focus on cost of product and services of the product. CRW & Bright bar product. for expanding the business.Conclusion Company has great demand in the market because many companies are using the ERW. 44 . and company providing ERW. So company has great potential of the product. CRW and bright bars with good quality in market. but Company has good position in market. use catalogue). Also increase the manufacturing machine and equipments for increasing the various types of product.
CHAPTER-7 FINDINGS & SUGGESTIONS 45 .
(Refer Table No. 36) 5. There are 50 % of the customers are satisfied with quality of the product while 22 % of the price of the product. 6. 63% than of ERW & Bright bar.1 Page no.e. 46 . 9 % only. Customer awareness of Bhushan Steel is 72%. Which with Silverbright covers the major share in the market. 8. But some companies required the Rectangular (20 %) & Squire shape (23 %).4 Page no.e. Laxmi steel. 3. 33) 2. 4. As from the customers point of view the major utilization of CRW i. 25 % are not satisfied. The requirement of round shape by customer is 48 %.Findings 1.60 % are totally satisfied with price and 15 % are partially satisfied. Customer‟s requirement towards the ERW product is 13% and bright bar is 24%. Bhushan steel is the major competitor of the company. 7. Majority of customers i. The requirement of elliptical shape is very less i. And other major competitors are Surya steel. (Refer Table No. And remaining are i.e. There is 62 % of the customer satisfied with the quality of the product but still 13 % of customer is not satisfied with company‟s product quality. Jindal steel. There are 72% customers satisfied with existing of product but there is still 28% are not satisfied.e. Monthly requirement (0-5 and 5-10) tons of ERW and bright bar is 10-16 and CRW requirement is more than 15 to (0-10) but monthly requirement is ERW & Bright bar is not predictable.
More than average of customers is not satisfied with services given by the company i. 42) 47 .10 Page no.9.e. (Refer Table No. 59% and 41 % of customers are satisfied. As per Customers suggestions there are 34 % of people want changes in price and 28 % want changes in Sales after services. 41) 10. (Refer Table No.9 Page no.
4) Company has to improve the services by good packaging availability and delivery of the product on time. and improve their skill for increase satisfactory level of customer. And increase the new varieties of existing product 5) Maintain the price of product according to the competitors. and adopts new methods like e-commerce for trading and expanding business. and improvement in strategies of marketing. 3) Company has to take seriously the customer problems and add some staff in company. 48 . and direct-marketing.Suggestions 1) Company should concentrate to increase the availability of ERW & Bright bar product in various size and shapes for increase the demand of ERW 2) Companies market position is good but there are two more companies in market in strong position therefore to increase more awareness about Silverbright product by the promotional scheme.
CHAPTER-8 LIMITATIONS 49 .
These are following Geographical limitation:- I Did my project in Chakan. Area was very small as compare to pune city. Functional Limitation This project has some time limit. So this is a limitation of this project in silverbright. Sample:- Sample size is only 100 companies.Limitation There has some limitation while doing these project. 50 . Mahalunge & Chinchwad area. I have only 2 months to do project so time is less.
CHAPTER-9 BIBLIOGRAPHY 51 .
www. Industrial Marketing :.Phadtare Sites:1.silverbright.k kothari) 2.in 52 . Market Research (c. Marketing: (Philip Kotler) 3.Milind T.Bibliography Books: 1.
ANNEXURE 53 .
For ERW More than 10 tone 5 to 10 tons Less than 5 tons Not Predictable 54 .Annexure: 1) Which kind of product you required more? ERW CRW Bright Bar 2) Which type of tube do you required in major quantities? Square Round Rectangular Elliptical 3) What is monthly consumption of….
For CRW More than 10 tone 5 to 10 tons Less than 5 tons Not Predictable For Bright Bar More than 10 tone 5 to 10 tons Less than 5 tons Not Predictable 4) Which other companies do you know? Bhushan steel Surya steel Jindal steeel Luxmi steel 55 .
5) Why do you prefer Silverbright products? Quality Price Good service Sales after service 6) What do you think about product quality? Poor Average Good Excellent 7) Are you satisfied with existing product ? Yes No 56 .
8) Are you satisfied with product price? Yes No Satisfactory 9) Are you satisfied with given service by company? Yes No 10) What kind of changes you need from company? Quality Price Service Sales after service Other need 57 .
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